How to structure a blog article


In this post, you will learn how to structure a blog article. There are a number of steps that should be followed to ensure this is done properly.

The article below covers content including:

1. How to create your introduction and headings

2. Search Engine Optimisation

3. Structure

4. Using proper English, and avoiding jargon

5. Imagery

6. Creating conclusions

Understanding how to write a blog perfectly can seem daunting at first. If in-depth research hasn’t been done beforehand, the knowledge to create a good post won’t be there. For an article to be distinctive – it needs to be unique and written well. In December 2020, statistics found that ‘users create 70 million blog posts each month’ – meaning it can be hard to stand out within blog creation. However, if you follow the simplified steps in this article, you will have the basic knowledge to start writing.

Blogging is the perfect tool to interact with your audience, share your knowledge and establish yourself as a professional in your specific industry. How can you stand out among these 70 million posts a month? How should you keep your audience enticed to stay on your page and not wonder to another? Have a read below.

Keywords And SEO

One of the biggest reasons businesses choose to create blogs articles is to help encourage visitors to their website, because of their searching for solutions to problems they have. As the expert in your industry, you know your field of expertise inside out and those who are seeking your services, will use these articles as a way of determining your level of expertise.

So to find these articles, people will turn to the likes of Google to search for articles that provide a solution or insight into a specific area, at which point the more you are able to naturally lace your articles with keywords, will result in your article being logged in search engine databases, and in turn suggested as a solution in the search results.

Often, blogs are a safe place for creators to embed these keywords -should they have failed to place more generic terms on their main website pages. This ensures they can still rank on Google’s search results, at least for the specific topics they write about.

It’s important that your content doesn’t appear messy and makes sense – so notice where you place your keywords and how many you use. Search engines will discourage the article from getting attention if it seems that words have been tossed in randomly.

Creating an Introduction

The introduction is the opener to your work, meaning it has to be relevant. This section is vital if you want your blog to be noticed, as it’s the first piece of text your audience lays its eyes on. If this is uninteresting and dull, they’ll find a better post elsewhere, meaning you lose a prospect. Generally speaking, it’s the most valuable piece of information on the page.  

What’s your purpose to writing this blog? And what do you want your audience to learn from it? These questions should be answered in your introduction. This way, from the very beginning, readers understand what they are reading about! 

Jot down your thoughts with a pen and paper, it doesn’t have to be fancy. This way, you have something to follow, and if you want to change it, you can. Keep a notebook handy as your memory bank – keep the thought somewhere safe so you can look back at it.

To start, explain what the problem is that you will resolve for the reader. In this instance, it will be how to structure a blog post. You must focus on the exact problem, don’t go off on a tangent discussing topics that aren’t relevant. Losing their interest is not what you want to do. Staying on track is essential. Readers should be enticed to continue, generating more engagement to the post. If it is of their particular interest, they may even comment or share, which is exactly what you want as a business.  

Woman typing blog article on laptop

Blog Article Structure

How do you get your audience’s attention? Blog structure is one way.

No matter how much work you put into your blog article, most people have a very short attention span. It is unlikely anyone will read your post from start to end.  

Having a heading and subheadings allows your users to skip to parts that are relevant to them. Doing so saves much more time and makes it convenient for everyone. Subheadings should also be used to get more in-depth about the topic you are discussing.

Most people navigate to different parts in the text – so make it scannable. The easier this is for them to do, the better the experience is.

Keeping all your headings in your blog article short means you are within reach of the audience’s full attention. Headlines with lots of words that are long to read can bore your reader. Finding another resource that is more ‘to the point’’ could be on your audiences mind. We want to avoid this – so keep it short and sweet.

Relevancy is key – avert making your blog too long and writing about things that may not be necessary. Making a post that is too long can be tedious, so stick to your topic and regularly re-read your work before publishing to ensure the content is appropriate.  

If you can try and get a keyword or two into some of your headings or subheadings, this will help with SEO. Search Engine Optimisation supports boosting your post more and it will potentially get more engagement. 

Spelling, Grammar and Formal English

Blog posts are not really the place for complex, figurative language. They need to get straight to the point, so they are a place for readers to gain knowledge quickly and simply.  

As your sentences and paragraphs get more complex, the harder it will be to retain your readers attention, so make it easy for them to skim through and find what they need to.

Keeping it simple is the way forward.  

Before publishing, triple check over your work to ensure it make sense. Spellings need to be accurate and it should be effortless to read – making it ideal for any audience. Correcting and editing your content will confirm that it doesn’t contain mistakes and your readers can view your blog with ease.  

Transition words like ‘firstly’, ‘secondly’ and ‘similarly’ create flow in your article. Also, it adds more structure to the blog, making it nicer to read. These words give your readers a clear idea of what could be occurring in the next sentence.


Images and pictures in your article make it much more interesting, compelling, and obviously pretty! Above all, it breaks up the swarm of information your providing, so it can catch a reader’s eye easily.  

Although they help keep audience attention, don’t overuse pictures and make sure that they relate to the content of your post in some way. For example, you wouldn’t add a picture of a cute puppy in an article about kittens – it just doesn’t make sense.  

Put yourself in the readers shoes. If something you’ve added to your blog post doesn’t interest you, it will likely be uninteresting to your reader, so keep this at the forefront of your mind. 

Remember, pictures tell as much of a story as words do. So using them to properly craft your blog will ensure that it is the best that it can be. All the pictures you use need to support your points of view so it holds your argument together properly. This will help educate your reader to the best they can be.  

Creating a Conclusion

Ending a blog article properly is vital. For some readers, this will be the only part they read. Many skip to the end to get a summary of the entire thing. Have you ever done this? You should tie things up much like you would in any other essay you write, this is no difference. 

Whether your post is formal or informal, a proper conclusion is always needed. The conclusion should be a summary of all key points. Readers can then skip to this part to get an idea as to what it was about. Have you ever skipped to the end of a book to see the ending? This is a similar idea.

Planning what you want to write in your conclusion makes it easy to organize all your ideas and put them into a logical order. Like your introduction, jot it down on a piece of paper. This makes it easy. End your conclusion with a good fact or the point you think is the best. 

Your conclusion brings the story to an end. The audience needs to understand that this is the end and things are finishing up. Do not introduce any new ideas but sum up what was said in the text as a whole. Also, suggest how important this piece of information is to the audience.  


Overall, you blog article post mainly just consists of an introduction, body and end – as well as some interest! Keep things short and sweet and focus on creating good intros and outros. Use proper spelling and add relevant pictures in. Although this is rough, it is the key to success in blog writing. Keep researching and your skills will develop with every blog you create.  

Make a good plan and write about something you are passionate about – because if you find it boring – it will come across in your writing.  

Go and take a look at our other blog articles for more help.

Its over to you now. What are you going to do next? Visit the McCall Media YouTube Channel for more information on how to structure a good blog article.

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